Perry Marshall Adswords Fast Start

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					Playing to Win in Google AdWords: How to Structure Your Campaigns for Maximum Results from the Very Beginning
By Perry Marshall www.perrymarshall.com

If you organize your campaigns properly from the very beginning, the battle will be much easier. Here’s a surefire way to get it right the first time.

©2004 Perry S. Marshall & Associates, www.PerryMarshall.com

Do You Make These Mistakes In Your Google AdWords Campaigns? Here is a very, very common way that most beginners set up their campaigns. Your company is Smith Telecommunications and you sell voice mail systems and equipment. Most beginners set up their campaigns to look something like this:
Smith Telecommunications
Robust Solutions for All Your Voice Mail Needs

+ Create New Ad Edit - Delete

www.smithtelecom.com
Interest:

auto attendant business telephone systems call management systems voice mail voice mail equipment voice mail service voice mail systems

And then they send all the visitors to the home page, which has a bunch of different links to services, equipment, Q&A, About Us, Contact Us, etc. So if we made a map of their AdWords campaign, it would look like this:

An AdWords Ad A whole bunch of different keywords

The company’s home page

What’s wrong with this picture?

©2004 Perry S. Marshall & Associates, www.PerryMarshall.com

Here’s what’s wrong with this, and why it’s destined to fail: • • • • • Too many different kinds of keywords in the same group. Every one of these keywords needs to be in its own group, along with a list of very similar words and phrases. The ad doesn’t match the keywords, and it can’t, because there are too many different kinds of keywords in the group. “Smith Telecommunications” – or the name of almost any business – is a lousy headline. The click-thru rate is going to be very low, and the bid prices will therefore be high. The ad is about Smith Telecommunications, not what the customer really wants. The ad needs to be about your customer, not you! A person who searches for “voice mail service” needs to be taken to a page about voice mail service; a person who searches for equipment needs to be taken to a different web page about voice mail equipment. These are two entirely different things. If a person has to figure out where to go after they land on your web page, you’re making them work too hard. You need to take show them exactly what they were searching for.

Now if you structure your campaigns properly from the beginning, it’s a lot easier to make this work. Here’s how you organize your ads and keywords:

Two Voice Mail Services Ads rotating Voice Mail Services Keywords

Two Voice Mail System Ads rotating Voice Mail System Keywords

Two Auto Attendant Ads rotating Auto Attendant Keywords

Web page about voice mail services

Web page about voice mail systems

Web page about auto attendant systems (content might actually be 99% the same as “voice mail systems”)

©2004 Perry S. Marshall & Associates, www.PerryMarshall.com

So to do this, the step is take all of your different keywords and used Wordtracker (www.wordtracker.info) or Overture (http://inventory.overture.com) and organize them into narrow “silos” of very tightly related terms, like this:
Voice Mail Services voice mail voice mail voice mail provider voice mail provider service service services Voice Mail System voice mail systems voice mail systems voice mail systems for realtors telemarketing and voice mail systems phone systems voice mail home office voice mail systems home office telephone voice mail systems Auto Attendant answering attendant auto system auto attendant voice mail services auto attendant auto attendant phone system auto attendant software auto attendant system auto attendant voice mail phone auto attendant

Now there’s another step we need to take before pasting this into a campaign: Consider negative keywords. Here’s a list of keywords that come from “Voice Mail Software”
voice mail software voice mail business software voice mail software for panasonic voice mail broadcasting software voice mail business software multiple voice mail software mac voice mail software multi line voice mail system software vru norstar voice mail software software to record voice mail free voice mail software

You probably don’t want visitors who want something for free. Your company also has nothing to do with voice broadcasting and you don’t have anything for Macintosh computers. So turn those into negative keywords by putting a minus sign in front of them. The above list now looks like this:
voice mail software voice mail business software voice mail software for panasonic voice mail business software multiple voice mail software multi line voice mail system software vru norstar voice mail software software to record voice mail -free -mac -macintosh -broadcast -broadcasting Negative Keywords

So when you set up your ad campaigns, each one of these keyword lists is going to go into a different group with its own set of ads.

©2004 Perry S. Marshall & Associates, www.PerryMarshall.com

Split-Test Your Ads! IMPORTANT TIP: The key to long-term success on AdWords – and keeping your bid prices down – is always split testing two ads at the same time, then deleting the inferior one, and trying to beat the best one. So you always have 2 ads running at the same time. The Ads: We write two of them so we can split test them. Google will rotate them simultaneously. One will have a better CTR than the other; we’ll later delete the inferior one, rewrite it, and try again. Little by little your CTR will go up, up, up.
Voice Mail Software
Make Your Communication Easier With Custom, Expandable Systems

www.SmithTelecom.com/VMsoftware
Interest:

Headline contains your keywords 2nd line contains a BENEFIT 3rd line contains a FEATURE 4th line: Display URL has a keyword in the subdirectory /VMsoftware – that will help the CTR

Voice Mail Software
For Any Business & Any Phone System Same Day Installation & Easy Terms

www.SmithTelecom.com/VMsoftware
Interest:

Same formula for Ad#2, but we’re testing a different message. Notice that we capitalize the important words – that usually helps.

So here’s what we’ve done: • • • • • We’ve generated a list of various keywords: Voice mail system, voice mail software, voice mail service, auto attendant, etc. We’ve used keyword research tools to drill down and generate many variations on these keywords Each family of keywords goes into its own group We rotate two ads at the same time, all the time, and constantly try to beat our best When visitors click on the ad, they are taken to the exact page on your site that has a specific solution to their exact problem – not the home page. No guessing or clicking all over the place to find what they want.

An important note about split-testing your ads: It takes a little bit of time to tell which ad is really doing better. Let’s say we run these two ads for awhile and get these results:
Voice Mail Software
Make Your Communication Easier With Custom, Expandable Systems

Voice Mail Software
For Any Business & Any Phone System Same Day Installation & Easy Terms

www.SmithTelecom.com/VMsoftware
Interest:

www.SmithTelecom.com/VMsoftware
Interest:

5 Clicks | 1.5% CTR

8 Clicks | 2.0% CTR

©2004 Perry S. Marshall & Associates, www.PerryMarshall.com

The one with 8 clicks looks like it’s doing better, and it is. But are 13 clicks total enough to be sure? Or is it just sheer luck that one ad is doing better than the other? Actually it’s too early to tell. Five or ten clicks aren’t usually enough, but 20 to 40 clicks usually are. If you go to www.SplitTester.com you can enter the number of clicks and the CTR of your two ads and it will tell you if you can be sure or not. If we enter this information into SplitTester.com, it says “you are not very confident that the two ads will have different longterm response rates.” But let’s wait a day or two and try it again:
Voice Mail Software
Make Your Communication Easier With Custom, Expandable Systems

Voice Mail Software
For Any Business & Any Phone System Same Day Installation & Easy Terms

www.SmithTelecom.com/VMsoftware
Interest:

www.SmithTelecom.com/VMsoftware
Interest:

58 Clicks | 1.9% CTR

45 Clicks | 1.4% CTR

Now it says “You are 90% confident that the ad with the higher CTR is actually better.” Note that if we’d deleted the one on the left back when it only had 5 clicks, we would have Deleted the wrong ad! The Quotes and Brackets Trick – instantly cuts your bid prices up to 30% Here’s a tip that will typically reduce your bid prices by 10% to 30%: Ad quotes and brackets to your keywords, so you increase your relevance. If you want to know why this works, you can read more about this in the manual and in the Jonathan Mizel interview, but if you take everything you’re bidding on and add a second version with quotes “keyword” around it, and brackets [keyword] around it, your ads will move up to a higher position. So your keyword list will look like this:
voice mail software "voice mail software" [voice mail software] voice mail business software "voice mail business software" [voice mail business software] multiple voice mail software "multiple voice mail software" [multiple voice mail software]

Howie Jacobson has created a handy software utility that will do this for you – you can apply this technique to all of your campaigns in a matter of minutes. Get it at http://keywords.makeyourwebsitepay.com Get more in-depth treatment of these techniques in the Definitive Guide. Best of Success!

©2004 Perry S. Marshall & Associates, www.PerryMarshall.com


				
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